In a case study of how advertising is changing with social media, Tumblr sold a monthlong campaign to Adidas, in time for the 2012 UEFA European Championship according to AdAge. The soccer blog is branded with Adidas but Tumblr will also promote the brand on its sports site. The article noted:
It plans to promote the site with paid placements in the Tumblr “Radar” slot on the user dashboard, which will continue to feature a continually rotating selection of Tumblr blogs picked by the editorial team, but now can be bought as an ad unit for an entire day as well. Adidas will also promote the site on Tumblr’s “spotlight” page for sports blogs, where the ad runs three times wider than the teases for organic picks.